- Churn rates
- Reactivation rates
- Retention rates
- Conversion rates
Selecting Periods and Lifecycle Stages
Navigate to the Migration Explorer from the 'Explore' tab and then use the filter bar at the top of the page to customize the brand, country, periods, and lifecycle stages you wish to explore:
How Well are Your Retention Efforts Performing?
The 'Active' row in the following screenshot indicates that an average of 88.44% of active customers remained Active, while an average of 9.65% churned.
This indicates that the business is losing an average of 9.65% of its active customers to churn.
How Well Are Your Reactivation Efforts Performing?
The 'Reactivated' row, shows that 25.88% of reactivated customers migrated to the Active lifecycle, while 64.33% churned. This is an important indication that more effort should be put into providing customers in the Reactivated lifecycle stage with a personalized experience that keeps them engaged longer.
The 'Churn' row in the table indicates the company’s reactivation rate, i.e., how well the company is reactivating churned customers. During the selected period, 6.42% of all Churn customers migrated to the Reactivated stage.
Drilling Down into Individual Periods
Clicking the + at the left side of a lifecycle stage name reveals the specific migration figures for each of the selected periods. Examining trends here can help you identify significant changes that may warrant further investigation.
For example, by expanding the Active stage, we can see that the period of 2025-09-07 was an outlier. During that period, the percentage of active customers dropped to 86.07% (compared to 90.44% in the previous period), while the percentage of customers who churned increased to 11.73% (compared to 7.79% previously).